Pilates Studios: Aligning with Global Fitness Trends Beyond 2023
Post apocalyptic, metaverse, Pilates Studio - Ha ha :)
I recently wrote a blog titled "Global Fitness Trends in 2023", highlighting various growth areas in exercise and lifestyle. In this blog, I'll refer back to those trends and the headline titles used to describe them in that Blog, and explore here for each headline how Pilates Studio owners might adapt their classes or studio culture to meet the wider fitness public's needs. You may wish to refer back to the earlier blog to understand the relevance of each heading as a global growth segment in the 2023 Fitness market.
Embracing Wearable Technology
Relevance: Pilates studios can integrate wearable technology to enhance the client experience by providing real-time feedback on posture, balance, and heart rate. For instance, in cardio-style classes, participants could wear heart rate monitors such as Polar's, which can display the heart rates of all class members on performance boards. Smartwatches like the Apple Watch or Samsung Watch can record heart rate levels and time in different zones.
Target Demographic: Tech-savvy younger adults and fitness enthusiasts.
The Rise of Bodyweight Exercises
Application: Incorporate Wunda Chair dips/pull-ups and Cadillac Parallel bar/trapeze exercises into Pilates Apparatus circuit classes. Use hybrid apparatus like the 'Fuse Ladder' and TRX within a Pilates-style class, similar to Club Pilates. Consider rotational discs, Pilates Circles, and spring walls in combination, to attract clients interested in functional fitness and strength.
Target Demographic: Individuals of all ages looking for accessible, equipment-free exercise options.
Strength Training Across Age Demographics
Strategy: Offer Pilates classes focused on strength building, especially for older adults using Tower + Reformer. This can involve using all Pilates apparatus for resistance training.
Target Demographic: Adults over 50 and those interested in long-term health and mobility.
Wellness in the Metaverse
Future Outlook: Explore virtual reality Pilates experiences, allowing clients to practice in immersive, digitally created environments. Franchise entrants offering this include FS8, Studio Pilates, and Heba Pilates.
Target Demographic: Young professionals and tech enthusiasts.
Yăng Shēng: Ancient Wisdom for Modern Wellness
Integration: Blend principles of Yăng Shēng, like mindful movement and balance, into Pilates practice. Offer workshops on holistic health and well-being.
Target Demographic: Individuals seeking a holistic approach to health.
The Healing Power of Music
Implementation: Use therapeutic music during Pilates sessions to enhance relaxation and focus. Consider special classes combining rhythm-based movements and music.
Target Demographic: A broad range of clients, especially those interested in mental health benefits.
Cold Exposure Therapy
Opportunity: Combine Pilates and Spa offerings for a boutique-style experience.
Target Demographic: Adventure seekers and wellness trend enthusiasts.
Focus on Sleep Health
Educational Aspect: Educate clients on the importance of sleep for recovery and offer Pilates sessions aimed at promoting relaxation and better sleep.
Target Demographic: Busy professionals and older adults.
Mindful Drinking Movement
Community Engagement: Host alcohol-free social events for clients, fostering a community around healthy lifestyle choices.
Target Demographic: Health-conscious individuals and the 'sober curious'.
Gut Health and Wellness
Program Development: Integrate discussions on gut health into wellness programs, possibly offering nutrition advice alongside Pilates training. Consider a reception area with a shakes-style bar featuring Kefir-based drinks and fermented snacks.
Target Demographic: Health-conscious individuals and those with digestive issues.
Resurgence of Specialised Boutiques
Business Strategy: Differentiate the studio by specialising in unique Pilates styles or catering to specific groups like men-only or women’s wellness. Consider personalised small group circuits on stations with all necessary equipment.
Target Demographic: Niche markets such as seniors or individuals with specific health concerns.
Challenges for Home-Based Fitness Aficionados
Adaptation: Develop online Pilates offerings to cater to the home fitness market, maintaining the quality and community feel of studio classes. Offer these within a membership scheme.
Target Demographic: Home workout enthusiasts and those with variable schedules.
The Balance between Home and Group Fitness
Hybrid Approach: Offer a mix of in-person and virtual classes, catering to different preferences.
Target Demographic: Broad, including busy professionals and remote workers.
Community and Connection in Fitness
Community Building: Foster a community through in-studio events, challenges, and retreats. Encourage social media engagement and consider offering subsidised memberships for members who help organise social events.
Target Demographic: Local residents, older clients, and those seeking a sense of belonging.
The Future of Fitness: Hybrid, Flexible and Diverse
The message of this blog is to suggest that Entrepreneurial Pilates Studio Owners will see profound value in terms of their turnover and profitability by developing business agility when it comes to identifying and reacting to the changing needs of the Fitness market over the next decade. Remaining adaptable and doing more than lip service in the incorporation of products and services that match clients’ needs beyond mainstream Pilates, such as mindfulness practices or diverse class formats will pay off. This is not suggesting that you change your style of teaching or the Repertoire and Pilates Philosophy that you believe in and hold dearly but instead, it urges you to combine or balance your chosen style of Pilates teaching with sought after modern technology, social elements and wider wellness offerings.
By aligning with these global fitness trends, Pilates studios can stay relevant and appealing to a broad demographic and expect to lead the way in the growth opportunities that are expected in the Fitness industry over the next decade!
Author: Chris Onslow - Pilates Consultant
Chris Onslow, has run Pilates focussed businesses since 1998. He and his team specialise in supporting Pilates entrepreneurs and business owners. With a rich history of owning and running successful Pilates studios in the UK, and supporting others in Europe and the Middle East, Chris has broad expertise in maximising profitability and optimising operational efficiency. His agency provides top-tier advice on selecting new, pre-owned, and hireable Pilates equipment from renowned brands such as Align-Pilates, Balanced Body or Stott-Pilates/Merrithew. As the founder of Mbodies Training Academy, Chris continues to revolutionise Pilates education, offering premier online and hybrid CPD and qualification courses for Pilates apparatus instruction and special population CPD. Discover more about how Chris can support your Pilates Business or home exercise choices at www.pilates-consultant.co.uk